International Marketing Strategies and Evaluation for Business Growth

This report provides a comprehensive overview of international marketing, focusing on strategies, market evaluation, and adaptation of marketing plans. The report begins by defining international marketing and its contribution to business strategies, including an analysis of the global business environment using PESTLE analysis, with a focus on the potential for Hallmark Mayo to expand into the Netherlands. The report then evaluates market entry strategies, emphasizing the importance of choosing the right international market and the process of market evaluation. The report also addresses the global vs. local debate in international marketing, the advantages and disadvantages of importing and exporting, and the elements of the marketing plan. Finally, the report evaluates international marketing efforts, offering recommendations for entering new markets. The report also discusses opportunities and threats associated with international marketing.

International marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1 MARKETING CONTRIBUTES TO BUSINESS STRATEGIES...................................1
Concept of international marketing.............................................................................................1
Analyses global business environment........................................................................................2
Rationale for business to go international...................................................................................3
Strategies to tap into international market...................................................................................3
Contribution of marketing in international context.....................................................................4
Opportunity and threats for the firm to go into international market..........................................4
TASK 2 EVALUATE ENTRY TO A SELECTION OF INTERNATIONAL MARKETS...........5
Market strategy............................................................................................................................5
Importance for the firm to choose right international market......................................................5
Evaluation of market entry strategy.............................................................................................6
Process of evaluating market.......................................................................................................7
Applying market evaluation process...........................................................................................7
Trading blocs and type of it.........................................................................................................8
International markets for Hallmark.............................................................................................8
Tariff and non-tariff barriers........................................................................................................8
TASK 3 ELEMENTS OF THE MARKETING PLAN CAN BE ADAPTED...............................9
Global vs local debate in international marketing.......................................................................9
Services vs merchandise............................................................................................................10
Advantage and disadvantage of importing and exporting.........................................................10
Influence factors........................................................................................................................11
7Psofmarketing..........................................................................................................................11
Critically explanation of importing and exporting....................................................................12
Recommendation.......................................................................................................................13
TASK 4 EVALUATE INTERNATIONAL MARKETING EFFORTS.......................................14
Methods of entering into Newmarket........................................................................................14
Recommendations......................................................................................................................14
CONCLUSION..............................................................................................................................14
REFFERENCE..............................................................................................................................15

INTRODUCTION
Martin and Javalgi, (2016) stated that International marketing is the performance of
business activities designed to plan, promote, price to manage direct flow of company goods and
services to consumers in more than one nation in order to generate profits. Hallmark Mayo is
best selling milk and dairy products in south London since 1959 serving its products and services
in many cities. The report will address scope and concept of international marketing, also will
provide evidence for global business environment for such a type of business to operate into
global market through expansion. The report will also address analysis for opportunities and
threats for inter nationally marketing for their products and services.
TASK 1 MARKETING CONTRIBUTES TO BUSINESS STRATEGIES
Concept of international marketing
International marketing is defined as a performance of business activities designed to plan,
promote, price and directs the flow of the company goods and services. The objective is to make
profit by selling the products and services to the geographies which have a demand for them.
Before going international business makes plans and procedures that what are the ways by which
business can grow, it is will be beneficial or not and after that final execution is made.
There is a great scope for Hallmark Mayo's as the company can get more opportunities to expand
the business. As in different countries the needs of the customers are different so this helps the
organization to grow and expand. International marketing provides new market to the company
which assist in increasing the customer base for the company. Global marketing increases
competitive advantage. Hallmark Mayo's can offer the goods which are not offering by the other
competitors in the country (Vellas, 2016).
Another advantage of doing the business international is they provide opportunities to
access new talents. Doing business internationally increases the sales of the company and thus,
increases the revenue for the Hallmark Mayo's. One of the benefits of international trade is
market diversification, it increases the globalization and company can sells its products and
services to different markets. Doing business in other countries helps in boosting reputation of
the company. International marketing provides different import and export facilities which helps
in expansion of the business (Martin and Javalgi, 2016)
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Analyses global business environment
Global business environment can be defined as process which is adopted by each firm to
develop its brand image and raise its presence globally. Firm has to look at the international
market and then have to take decision of operating in new market. The international or global
business environment can be defined as environment in different sovereign countries with factors
which are external to the home environment of the organization, which influence decision
making on resource use capabilities. Hallmark Mayo's is trying to expand its market in
Netherland so for this the PESTLE analysis is as follows-
Political
Netherland is the largest democratic country in the world. The political environment is greatly
influenced by the factors such as government policies. Various types of taxes are imposed by the
government such as sales tax, income tax, services tax. So, Hallmark Mayo's adopted Netherland
to expand its business as the political conditions are satisfactory and tax rates are not so high
(Gomes, Sousa and Vendrell-Herrero, 2017).
Economic
The economy of Netherland has been significantly stable. And the country’s economy is
increasing since past the GDP rate of Netherland is also improved. So by expanding its market
in Netherland Hallmark Mayo's will be benefited as the economic conditions are good
(Demangeot, Broderick and Craig, 2015).
Social
The social factors refer to any change in the trend which impacts the business
environment. As living standard Netherland is also increasing and people started preferring high
quality products. So, it will be beneficial for Hallmark Mayo's if they are able to provide quality
products according to taste and preference of consumers in Netherland (Gillespie, 2015).
Technical
Netherland is the most technological advance countries in the world. Country possess on
of the strongest IT sectors in the world. Promoting constant IT development and software.
Hallmark Mayo's choose Netherland because people of technical advancement and can face the
competition with the help of advance technology (Penz and Kirchler, 2016).
Legal
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In recent years many legal changes have been implemented made in Netherland. Such as
recycling, minimum wage increase and disability discrimination, which affect the business. As
the wage rates Netherland is low so Hallmark Mayo’s can appoint the worker at low rates. This
will also help the company in saving the production cost (Solberg, 2017).
Environmental
Environmental factors such as change in the climate or climate affect the business
activities. As people in Netherland started consuming healthy foods but the environment of
Netherland is polluted so it may not be good for Hallmark Mayo's to enter into Netherland and
produce their products (Hoppner and Griffith, 2015).
The Hallmark Mayo's is entering into Netherland as the political and economic condition are
good so that the company decided to expand its business into Netherland.
Hallmark Mayo's can enter into international market by various routes such as franchise,
partnership and direct export. In partnership company can do partnership with the existing brand
in other country. In joint venture agreement by two companies are made, one domestic and one
foreign company to work together for mutual benefit with specific ownership percentage in long
term contact (Sapouna, and et.al., 2018).
Netherland business environment is very positive for the Hallmark, as its economic
condition is good and people have adequate income sources hence if the firm plan to enter into
this place then it would get more benefit. Furthermore, people like to buy quality products which
will raise demand of Hallmark in this country.
Rationale for business to go international
One of the major reason of entering into international market is to get global brand
presence and raise the profit to great extent. Firms enter into new markets to sustain in market for
longer duration. Entering into international market gives larger customer base and more
opportunities to expand the market. It helps in strengthen revenue and profit margins. Reason of
entering into this market is that it is very vast market and it would give benefit to firm in
increasing number of consumers. As firm will be able to deal with mass audience local, national
and at international level.
Strategies to tap into international market
Franchise, licensing is the great tactics that helps the firm in entering into global market
which supports the entity in establishing it self in the new market. As franchising is a form of
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business by which franchsers of a product or services obtained distribution through
dealers(franchises). The firm gives permission to another firm to use intangible assets is licenser
and the firm to whom license is issued is the licensee. Franchise is the tactic in which firm gives
authority to other firm to hold its name and sell products with the brand name. Whereas licensing
is the tactic in which firm takes license in other nation to conduct business operations.
Contribution of marketing in international context
Marketing is considered as important activity which helps in knowing more about
consumers of new market and making them aware with the products offer by the firm. It helps in
successfully gain attention of buyers and generating sales in the firm. There are many advantages
of international marketing as advertsing the product overseas uimproves market expansion and
enables business to build new relationship across the world. Marketing attracts new buyers and
support in raising awareness among them which will help in managing the operation in new
market successfully .It contributes well in generating sales and also help in raising brand
presence globally.
Opportunity and threats for the firm to go into international market
There are various opportunities and threats in international marketing are as follows:
Opportunities
 Doing business globally provides more opportunities such as increase market size. The
company gets the chance to import and export of the products.
 As exporting the products to the other country generates more profit for the company.
Hallmark Mayo's can outsource its work to third party as outsourcing includes lowers
cost, access to great skills and experience and more efficient scaling of company's own
business activities (Wu, 2016).
 International marketing gives exposure to the organisation, helps in improving the
products. Global marketing helps Hallmark Mayo's in increasing their brand recognition.
 Decreasing cost of transportation because of lower shipping prices also bring down the
cost of Hallmark Mayo's. Thus when the transportation cost is less the more goods can
be transported with less amount.
Threats
 As company is entering into the new market so there is a lack of knowledge about the
other countries culture and customer base.
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 There is an intense competition in the international market (Gripsrud, Hunneman and
Solberg, 2015).
 Liability laws of different counties are different and Hallmark Mayo's may expose to
various liability claims given change in the police in those markets.
 There are variations in exchange rates, so change in the currency rates impacts the
pricing policy of Hallmark Mayo's.
 Differences in Weather and climate can also be a threat to the business as the products
produced by the organization may not survive in the other country climate(Hoppner and
Griffith, 2015).
 Changes in consumer buying behaviour could be a threat to a physical infrastructure
driven chain model (Boso, Debrah and Amankwah-Amoah, 2018).
 By SWOT analysis it is clear that what are the weaknesses and what are thtreats
By doing SWOT analysis the strength and weaknesses of the organisation is ascertained. As all
the strength weaknesses and threats are known by doing analysis company can take better
decision and plan better for future. In this way it helps the organisation. Exporting products is the
good opportunity but it can create problem because it increases transportation cost which
ultimately raise price and people don’t prefer to buy such costly goods. But exporting is great
option as it increases demand in new market.
TASK 2 EVALUATE ENTRY TO A SELECTION OF INTERNATIONAL
MARKETS
Market strategy
Market strategy can be defined as tactics that are used by firm to gain attention of buyers
and making them positive towards the brand. It makes them able to make their choice of buying
any product.
Importance for the firm to choose right international market
Company has to select the right market which has potential otherwise it might get fail to
recover its investment. In this condition firm will have to face huge difficulty and it would not be
able to sustain in the market in new market. By selecting the right market entity can easily
generate sales and can gain high return over its investments. If wrong marketing is being selected
then it may affect brand image of firm furthermore, it can increase cost of operation for company
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as well. If it fails to choose right market then entity will not be able to sustain in market for
longer duration due to facing high financial loss.
Evaluation of market entry strategy
Marketing entry strategies- It is a planned distribution delivery method of services or good
to a new target market, in import and export services. And it has various strategies that are.
Join Venture (JV)
It is a partnership between two companies, where they link and invested to do some sort
of business. Investment is almost equal and share profit accordingly.
Advantages
 New insights and expertise: While start a joint venture it provides the opportunities to
gain a new insights and expertise. Market create an easier source to understand given
short-term partnership that you forget.
 Better resource: Making joint venture give chance for better resources, like technology
and specialized staff. All equipment that you need can be used by JV.
Disadvantage
 Great imbalance: As different firms are work together, so that there are great imbalance
of assets, expertise, and investment. And have negative impact on effectiveness of joint
venture.
 Clash of culture: In JV clash of culture and the management style result may poor co-
operation. As people with different culture, taste and beliefs can get the way huge time if
it left unchecked (Choi and Yeniyurt, 2015).
Licensing
It is a business arrangement where one company give permission to other firm to
manufacture its products for specified payment.
Advantages
 Create new business opportunities: License benefits such type of arrangement because it
requires less fund to start a business opportunity.
 Easier entry into foreign market: when arrangement of license in place, where the
licensor can able to get enter their product in new market easier.
Disadvantage
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 Increase in IP theft: Intellectual properties and products are exposing the higher level of
exposure. It creates more opportunities for theft and misuse as not have full control over
it.
 Offered for limited time: Mainly licenses are offer for limited time, where the time period
may 5-10 years, but there is an expiry date which is considered by the license holder
(Kaufmann, Czinkota and Zakrzewski, 2015)
Process of evaluating market
There are several marketing entry strategies to start the business in Netherland such as
Joint venture and licensing strategies, But it is recommended that joint venture is more beneficial
for the Hallmark Mayo's company to start their business in Netherland because Low cost is
needed to start the business with other company. As the company is already in running and have
good repo in the market. So by joining the company it require low cost and have good profit out
of it, as in joint venture both company share equal profit. As compare to other licensing
strategies where it has high risk of theft as having no control over it. And also the license have
the limited time period. After the certain period of time the license became expire. And also it
damage the reputation of both the parties when one element of relationship is mismanaged with
licensing. Hence Joint venture Marketing entry strategies is beneficial for the Hallmark Mayo's
to start his business in Netherland.
Applying market evaluation process
Before entering into the new market firm has to evaluate the market potential.
 Country identification: Hallmark Mayo's will have to select various countries by looking
upon its economic, social potential. If it fails to select the right market, then it would not
be able to recover its investment and would face finance loss.
 Preliminary screening: After evaluating the various nations Hallmark has to do screening
of it so that correct decision can be taken to enter into the right market.
 In-depth screening: After that Hallmark Mayo's need to do in-depth screening so that
each element is being evaluated properly and actual potential market can be determined.
 Final selection: On the bases of in-depth screening Hallmark is required to select the
final market which would be suitable for the firm. This will be beneficial in taking right
action to get profit and sustain in market for longer duration.
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 Direct experience: Then Hallmark Mayo's will gain direct experience by working in this
market. As company will work in the market is is obvious that it have a great experience.
Trading blocs and type of it
International trading block is a type of intergovernmental agreement, it is a part of regional
intergovernmental firm
Advantage of international trade block
 Optimal use of natural resources- It helps each country to make optimal use of natural
resources. It avoids the wastage of resources. It helps the Hallmark company to use the
natural resource at low cost, which is beneficial for company.
 Availability of all types of good- It enables the country to obtain which cannot produce
because of higher cost, which can be importing from the other countries at low cost.
Which help the hallmark company to get raw material at low cost.
Disadvantage of international trade block
 Impediment in development of home industries- It has an adverse effect on development
of domestic companies. It poses threat to survival of infant firm at home.
 Political dependence- This trade often encourages the subjugation and the slavery. It
impairs economic independence that are endangers political dependence.
Uncertainty about the future
There is lot of competition in the market that can challenge the hallmark existence. So to
exists in the market for the longer term, they have to bring the better economic climate
International markets for Hallmark
Hallmark can tap into Netherland and London both markets. As economic condition of
both thee nations are strong and people like to buy such kind of products here. Trade norms are
here flexible which will give more support to business unit.
Tariff and non-tariff barriers
 Non-tariff barriers to trade refers to the barriers which is related to the trade and it
involves restrictions on the exports and imports of goods and services from countries to
countries with the help of mechanisms. There are various non-tariff barriers for Hallmark
which are as follows -
 Licenses – With the help of license, company is clearly restricted of the import of goods
and services to another country's business.
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 Quotas – There are two types of quotas – import quotas and export quotas. It led
countries to get ready for the export and import of limited goods and services to another
countries' companies. It is a kind of limit, if company cross this limit, there is restriction
on the company to do import or export of goods.
 Traffic barriers
 Export Restraints – The company who is doing exporting, sometimes use export
restraints voluntary in order to set the limit on the goods and services' export. It is based
on availability and political alliances. It can be concluded that exporting
 Sanctions – one country imposes sanctions on other countries for the purpose of put
limitation on the trade of goods and services between them. It involves increase in the
administrative actions against the company in case they cross the limitation (Penz and
Kirchler, 2016).
Trade control is the major issue that can be faced by business as due to trade restriction firm
may face problems in managing the operations. But having trade control is necessary to
minimise trade related problems such as unable to recover invested amount etc. Each firm
has to pay traffic amount to work in new market, this is beneficial in conducting operation in
legal manner but it increases cost of business as well. Importing and exporting laws are
different in each nation, this thing create problem for Hallmark because it has make changes
in its operations accordingly. But due to having flexible government policy entity become
able to import or export material easily in new locations.
TASK 3 ELEMENTS OF THE MARKETING PLAN CAN BE ADAPTED
Global vs local debate in international marketing
Global market is running of business in local, national and international markets as well.
The factor focuses on expansion of business in another country or anywhere else in the globe.
Whereas Local market is area focusing on customers in local areas where the product or service
is produced for specific area and is not promoted for further expansion.
Where concept of Merchandise aims on boosting sales and services available in their
local area. Import factors are foreign goods and services bought inside resident country from
foreign country for selling or personal use whereas Service Export covers the factor of providing
ones services in other nation.
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